Ortega: Now it's a Fiesta
We should have tacos everyday
Game time
Brand Refresh
Brand Refresh Packaging
Description
Ortega, the number one selling brand of taco sauces and a household name, is launching a major rebranding effort intended to capture its fair share of the fast-growing international grocery food stores market. The multidisciplinary effort, developed in partnership with its new agency partner, Schafer Condon Carter, includes a new brand identity, new packaging design, product innovations, retail activations and a new advertising platform and spokescharacter. National advertising rolls out this week, reflecting a new brand platform, “Now it’s a Fiesta,” and featuring a new brand spokescharacter, Brotega, to help humanize the brand and bust out amidst a sea of sameness. Preceding the launch of advertising is a new brand identity and package design which is already on-shelf and which captures the energetic and expressive face of the brand. And everything is backed by an innovative media plan which will ensure that the brand shows up in culture where its targeted audience of Gen Z and Millennials consume their information. In addition to the launch of new advertising, the brand will also field an on-site activation with Celebrity Chef and brand partner Kelsey Murphy, winner of Fox’s MasterChef season 11 and Legends, at the 2026 Players Tailgate in Santa Clara, California, concurrent with this year’s Big Game.
This professional campaign titled 'Ortega: Now It's A Fiesta' was published in United States in February, 2026. It was created for the brand: Ortega, by ad agency: Schafer Condon Carter. This 360° medium campaign is related to the Food industry and contains 5 media assets. It was submitted about 1 hour ago by President: Roy Elvove of Elvove Associates LLC.
Credits
“Now it’s a Fiesta”
Client: Ortega
Creative Agency: Schafer Condon Carter
Craig Miller, Chief Creative Officer
Dennis Bannon, Executive Producer
Matt Olson, Creative Director
Jadrian Woods, Senior Art Director
John Gallagher, Senior Copywriter
Melissa d'Ouville, Executive Director, Design & Technology
James Brouder, Associate Design Director
Brian Pufahl, Senior Content Creator
Amy Cesta, Chief Client Officer
Hannah Lansat, Account Director
Daniela Turcano, Senior Account Executive
Denise Freer, Senior Project Manager
Hannah Bailey, Strategy Director
Bliss Stengle, Junior Strategist
Packaging Stills: Maes Studio Chicago
Michael Maes, Photographer
Alicia Maes, Executive Producer
Production Company: FANCY
MAPP, Director
Robert Wherry, Executive Producer
Carolyn Pedrossian, Executive Producer
Morna Ciraki, Line Producer
Damian Acevedo, DP
Damien Byrne, Production Designer
Yonathan Mejía, Print Photographer
Editorial House: Cutters Studio Chicago
Billy Montross, Editor
Christian Leontios, Assistant Editor
Patrick Casey, Executive Producer
Audio: Another Country Chicago
Erik Widmark, Sound Designer/Mixer
Drew Weir, Additional Mix
Nora Stickstein, Audio Assistant
Josh Hunnicutt, Producer
Louise Rider, Executive Producer
Tim Konn, Managing Director
Finishing/VFX: Flavor Chicago
Patrick Wong, Finish Editor
Rob Churchill and Patrick Wong, Visual FX
Rob Churchill, 3D
Adam Kohr, 2D Graphics and Animation
Music: The Elements Music LA
Alex Steins & Austin Hains, Composers
Danielle Beauvoir, Sr. Producer
Jason Bonilla, Ian Dalsemer, Scott Coleman, Nick Make, Creative Directors
